Better-for-you juice manufacturer Suja Life has added US soda brand Slice to its stable of “all-natural” products and plans to relaunch it in 2025.
The deal, agreed for an undisclosed sum, will see Suja Life acquire the brand’s trademark and IP from New Slice Ventures.
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The California-headquartered group plans to give Slice a “better-for-you makeover”, it said, including changing its ingredients and reducing sugar content.
“We are creating a soda replacement that soda drinkers will love while also providing health benefits. This includes the original, nostalgic soda flavors and taste, but with a cleaner ingredients list focused on gut health,” Maria Stipp, appointed CEO of Suja Life in February, explained to Just Drinks.
The reworked product will be available from next year – it is not currently manufactured or available to purchase. New Slice Ventures purchased the trademark from PepsiCo but “never fully brought a new product to market”, Stipp said.
Asked whether the changes could put drinkers off the “cult classic”, she said: “We plan on keeping the nostalgic, fun vibe of the brand, while also bringing a fresh modern take to the product.
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By GlobalData“Customers will be familiar with the flavors and taste as our goal is to make Slice an exciting new better-for-you option in the soda category.”
Stipp said moving into soda was a natural next step for Suja Life. “As we continue to make meaningful changes in the better-for-you beverage space with our other brands, healthy soda not only makes sense as a next step but is a requirement to continue being dominant in the beverage industry as a whole,” she said.
Suja Life was formed in 2022 and is the parent company of cold-pressed juice brand Suja Organic and wellness shots brand Vive Organic.
Earlier this year, Suja Life entered the protein-drink category with the launch of a namesake range. It launched Suja Organic Protein Shakes in major US retailer Target – both in-store and online – where 12oz bottles are sold for $4.99 each.
The RTDs contain 16g of plant-based pea, rice and hemp protein and are available in three varieties: vanilla cinnamon, chocolate and coffee bean.
